The Anatomy of Level 10 Relevance Facebook Ad

Thinking about a Facebook advertising campaign? One goal of Facebook ads is high Relevance Score. Learn the specifics of Relevance Score here. In short, higher Relevance Score equates to paying less for impressions, engagements, clicks – more bang for your buck.

With the exception of re-marketing, I haven’t seriously entered the Facebook space. I dabbled with $25 here and there with blogs – all my posts always had low Relevance Scores (really low, 1 or 2).

I had a theory. Real estate is local. Local people care about local real estate and LOVE flips (i.e. HGTV). Facebook let’s you target local. Live videos are all the rage and being pushed hard by social media outlets. I could make an engaging ad by asking for suggestions how to design the flip. Could combining these concepts result in a better result? On my next rehab deal, I wanted to do a live video walking through the rehab, talk about the planned renovations, have the ad show location, and put local specifics in the message.

We closed on condo flip in Biscayne Bay on May 14th. Perfect time to test my theory. First time back to the property, I did my first ever live video. It was quite messy – but that adds a little realism (some Facebook pro advertisers had told me unpolished ads actually draw more interest than well produced ads – so I wasn’t sweating it).

You can see the live “before renovation” walk of this fix-and-flip. The live video was set to Location, Miami, FL and I set audience to Miami, FL ages 30+.

The message was:

“Our latest Miami fix-and-flip, right in the Cricket Club on 114th Street by Biscayne Bay. Video proof we buy houses fast for cash and flip'em.

Need your help: what color should we paint the walls? We want a modern feel. Let us know in the comments!”

I paid $70.00 to market the live video (the way Facebook works, you can pay to keep showing your live video after it completes). I got a Relevance Score of 10!!!! JACKPOT!

The results were mind blowing. I got two leads – $35/lead about as low as it gets. Cost Per Post Engagement .01 (6,086 in the market clicked my ad). Cost Per Impression was .005 (13,682 in my market saw my ad). 15 people commented with their suggestions.

Let’s digest this. I paid half a penny (literally) for people to see my ad leading to wonderful price per lead of $35.00. To be honest, the leads are kind of irrelevant. 14,000 people saw my business and branding. I’m not in this for a deal or two: I want everyone in South Florida to know House Heroes LLC. Although the target wasn’t direct to homeowners, so many people own real estate, know someone that owns real estate, inherits real estate, or is in the real estate industry. If I can pay .005 for a local person to see my brand I will do that any day of the week and twice on Sunday.

Unfortunately, there is only “so many” opportunities to do a “before” walkthrough. That said, I fully plan to replicate this in the flip I closed on last week and see if I get the same result. Additionally, there are other targeting options like homeowners, custom audiences, industry, income, etc. for ways to improve the targeting. Hopefully I can repeat the results!